Tuesday, March 27

Revitalizing Brand UK

The Queen of England made a surprise visit at a young couple's wedding over the weekend. They knew she was going to be in the area, so they invited her ... having no idea that she'd actually make an appearance!

Now this is a bit out of character for their Queen, who doesn't normally reach out to the public in this manner. But it should be no surprise when you step back and notice the supreme effort that the Royal Family and England is taking to revitalize its brand.

It started with Kate and William and the wedding of the century that continues on through every dress she wears and every smile he flashes. They are the new Royal Family and they are boldly making a statement that they are looking to make some changes. With full support from the Queen and with full engagement from their countrymen.

Now let's not forget that it's an Olympic year as well, with London putting on a huge celebration for the country and the world. It's a huge brand investment, one that no one can take lightly, and they need all hands on deck to get any kind of ROI. Industries, brands, and careers will be shaped by these English Olympic games and it's a huge opportunity to re-invent the UK brand. Just like its predecessor in Beijing.

But we all know that marketing is a team sport, and good results don't happen over night generally. Every element has to be working in sync in order to get the kind of reinvention you're looking to create. Including an impromptu visit from a stately Queen who is trying to do her part, in her Diamond Jubilee no less.

What's your experience? Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect and The Experience Effect for Small Business
Professor, NYU